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Content

This unit examines the integrative nature of the marketing management process. Topics addressed include the marketing environment; marketing research; segmentation, targeting and positioning; consumer behaviour; pricing considerations and approaches; integrated marketing communications; product strategy and new product development; managing place; international marketing; marketing planning, implementation and control. The unit not only introduces participants to core marketing concepts and techniques, but also encourages the application of these within the context of participants' work environment.

Assessment

Written Assignment (Group (up to 4 students) or Individual) 4000 words 40%, Examination 2 hours 60%, Hurdle requirement: achieve at least 50% of the marks available on the examination.

Unit Fee Information

Student Contribution Rate*

Student Contribution Rate**

Fee rate - Domestic Students

Fee rate - International students

$1260

$1260

$2875

$3589

* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010** Rate for CSP students who commenced Education and Nursing units pre 2010Please note: Unit fees listed do not apply to Deakin Prime students.